Industri telekomunikasi di Indonesia terus bergerak seiring dengan bertambahnya jumlah penduduk serta meningkatnya  jumlah pengguna telepon seluler pada beberapa tahun terakhir. Peningkatan jumlah pelanggan tersebut diikuti dengan bertambahnya jumlah operator seluler yang memasuki industri. Pendekatan paradigma SCP (Structure-Conduct-Performance) yang dilakukan pada penelitian ini memiliki tujuan untuk menganalisis struktur, perilaku, dan kinerja industri telekomunikasi Indonesia secara terstruktur dan komprehensif. Struktur pasar akan dilihat dari jumlah pelanggan, market share antara operator, serta entry barrier. Perilaku industry dapat terlihat dari strategi korporasi melalui strategi produk, strategi bersaing, strategi pemasaran, dan analisa biaya investasi (CAPEK – OPEX) masing-masing perusahaan. Sedangkan kinerja industri dinilai melalui rasio likuiditas,  profitabilitas, maupun leverage. Hasil penelitian menunjukkan bahwa struktur pasar pada industri telekomunikasi dalam hal ini adalah provider telepon seluar di Indonesia adalah jenis pasar oligopoli ketat. Perilaku industri yang tercermin pada strategi produk menunjukan bahwa inovasi merupakan hal penting dalam industri telekomunikasi. Kinerja industri telekomunikasi dengan parameter rasio ROA menunjukkan tingkat positif dengan PT Telekomunikasi Selular (Telkomsel) sebagai perusahaan yang memiliki nilai (ROA)  Return on Asset paling tinggi dengan capaian nilai rerataannya pada industri telekomunikasi sebesar 25% - 30% selama 5 tahun terakhir.

The growth of Mobile Internet services has changed the paradigm of telecommunication consumers from information-oriented toward social to communication-oriented. This change makes customers as part of the digital society, especially in Mobile Advertising services. Along with this change and the requirement for the company to win the competition, telecommunication providers must develop a business model of Mobile Advertising as a 'stage' that is easily accessible to all interested customers to this facility. In the concept of Service Dominant Logic, the company has no longer as a full control of value creation, but it must involve the customer in the process of value co-creation. The purpose of this research is to understandnding the landscape of Mobile Advertising services in telecommunication industry, understanding the existing model that can be build a model of Mobile Advertising services in the telecommunication industry, and understanding Mobile Advertising will influence on the value co-creation of the brand and corporate image. The research method using survey, exploratory, and systematic review. The research develops a model from the model of attributes and benefits of online community, model Consumer Engagement, model Attitude Toward Online Ads and model of Click Through Rate (CTR).

The telecommunications industry has turned into social and communication-oriented services, along with declining voice services. In line with these changes, the telecommunications industry must adjust to market changes. One of the service changes that occurred was the emergence of mobile advertising services. The aim of this research is to build a mobile advertising service model that serves to form value co-creation for the industry of mobile telecommunications in Indonesia. The study used a sample of the broadband community of users from the largest mobile telecommunications provider in Indonesia. They involved their customers as part of service delivery in the company to co-create the value. The number of participants was 284. The sampling technique that was used was non-probability sampling. The data analysis was carried out using Structural Equation Modelling (SEM). The result of this study is to find a mobile advertising model for the formation of value co-creation for the industry of mobile telecommunications.